Marketing automation

Glossary

Marketing automation

Marketing automation refers to the automation of all tasks related to marketing: retention campaigns, acquisition campaigns, landing pages, lead generation, etc.

Marketing automation involves several elements to ensure smooth operation:

  • The assessment of visitor behaviour (newsletter reading rates, most-read content pieces, reactions generated, etc.).
  • Lead nurturing to nurture a prospect so that they evolve into a client
  • Profiling via lead scoring, for example; this means analysing the actions taken by a prospect and scoring them according to a defined scale in order to deduce their intentions.
  • Automation of social network activity (publications).
  • Content which is high quality and adapted to the target audience.

Marketing automation is carried out via dedicated software and/or web services (platforms or applications).

WHAT’S NEW?

GET INSPIRED

Guide
Digital analytics for media groups

Download “Winning the Data Game: Digital Analytics Tactics for Media Groups” for practical tips on using analytics data to succeed!

Success story
OVH: a web analytics success strategy

Learn how OVH optimised its conversion funnels and re-engaged abandoned carts by pairing analytics data with its CRM

Guide
Digital Analytics & the GDPR: 5 things you must know

Discover the five things of which you must be sure regarding your analytics data and processes.

Top